Mars Snackfood USA wowed last week’s All Candy Expo in Chicago by cranking the engagement stakes up a notch.
Beginning in June, US consumers will be able to upload photos to a microsite and order batches of M&Ms bearing their own images plus personal messages. An integrated campaign from the company’s American AOR will promote the initiative.
‘This is the biggest idea at the [National Confectioners] show,’ crowed Jim Cass, VP/GM of New Jersey-HQ’d Mars Direct, which manages My M&Ms projects. The consumers aren’t re-creating the brand, they enhance it. The brand essence is fun, and they simply redefine that.’
